البحث التسويقي النوعي - PRAD 405

Qualitative Marketing Research - PRAD 405

• Qualitative Research Samples: Samples are not randomly selected; instead, they are chosen based on specific characteristics to deeply explore phenomena.

• Purposive Sampling: Individuals or cases are chosen to accurately represent the studied phenomenon or topic. Focus is on experts or knowledgeable individuals whose input enhances the research.

• Characteristics of Purposive Sampling in Marketing Research: Choices are guided by the researcher's expertise, and focus on individuals who offer valuable insights. The objective is not to represent the entire population, but to gain in-depth understanding of specific situations or perspectives. Individuals are chosen with close ties to the marketing topic, such as customers who use a particular product.

• When to use Purposive Sampling in Marketing: Useful for exploratory studies where new trends like buying patterns are investigated; analyzing key customer groups to understand loyalty and perceptions; testing new product concepts on a small group of interested prospective customers examining feedback, or evaluating ad campaigns targeting specific, knowledgeable customers.

• Examples of Purposive Sampling in Marketing: Selecting loyal or distinguished customers to explore loyalty drivers; targeting social media influentials to evaluate new products or services; studying the feedback from a small dissatisfied customer group to identify improvement areas.

• Advantages of Purposive Sampling: Efficient use of resources with high data quality, suitable for in-depth research, adjustments can be made as needed.

• Disadvantages of Purposive Sampling: Potential for bias; results are not generalizable to larger populations; difficulty in quantitative measurements due to qualitative nature of insights.

• Snowball Sampling: A sampling method where initial participants recommend additional participants to the study. Participants grow iteratively. In marketing, this is helpful with hard-to-reach populations and niche markets.

• Advantages of Snowball Sampling in Marketing Research: Allows access to hard-to-reach or unique groups. More timely and cost-effective than other methods.

• Disadvantages of Snowball Sampling in Marketing Research: Potential for bias, as initial members might recruit participants with similar interests. Limited representation of all target segments. Difficult to generalize outcomes.

• Convenience Sampling (Available Sampling): Selection of convenient individuals to approach to collect data, often based on proximity or availability. Fast and inexpensive, but may have limited representation, and can lead to bias.

• Advantages of Convenience Sampling in Market Research: Ease and speed of collecting data, lower cost compared to other methods, and suitable for exploratory studies

• Disadvantages of Convenience Sampling in Market Research: Potential for bias due to selection; results are difficult to generalize, and the sample might not represent the target population accurately.

• Quota Sampling: A non-random sampling method where the population is divided into strata (or subgroups) based on characteristics. Quota are set for specific strata, and this is used to represent diverse segments. Quotas are assigned for specific demographics to guarantee adequate representation of all subgroups.

• Advantages of Quota Sampling in Marketing Research: Good representation of various consumer segments, relatively inexpensive as compared to other random sampling methods

• Disadvantages of Quota Sampling in Marketing Research: Potential for bias; generalizability limitations of research findings; often problematic for defining precise quotas for different demographic segments.

• Maximum Variation Sampling: A strategy to collect data from participants who have diversified characteristics within the entire research population. Aim is to capture a wide spectrum of opinions.

• Advantages of Maximum Variation Sampling in Marketing Research: Provides insight on the diverse perspectives present in a population segment or market; comprehensive understanding of variations in experiences and perceptions

• Disadvantages of Maximum Variation Sampling in Marketing Research: Difficult to design and may be time-consuming. Analysis can be more complex than simpler research methods.

استكشف طرق البحث النوعي في تسويق المنتجات من خلال عينة متعمدة. يتناول الاختيار الدقيق للأفراد ذوي الخبرة لفهم الظواهر العميقة والتوجهات الاستهلاكية. تعرف على كيفية استخدام العينة المتعمدة في الدراسات الاستكشافية وتقييم المجموعات الرئيسية من العملاء.